Week 3 - Media Realisation

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O N E STEP AH EAD

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Welcome to Media
Product Fundamentals!
The sessions will commence at 12:30pm
Please put yourself on mute prior to thesession commencing.

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A P R I L 2 0 2 0C H E P R O X I M I T Y
M E D I A P R O D UC T F U N D A M E N T A L S

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4
Media Product Fundamentals
Week 3 – Media realization and maximisation
May - 2020

Probably should have called this ‘making
sure your message isn’t ignored.

“People hate ads. I hate them myself. I hate TV commercials.
Why should I waste my valuable time watching that lying
garbage, trying to sell me crap I don't need or want?
Sometimes young writers acquire the idea from their
years in school that the world is waiting to read what
they've written. They get this idea because their teachers
had to read their essays or term papers or dissertations.
In the real world, no one is waiting to read what you've written.
Sight unseen, they hate what you've written. Why?
Because they might have to actually read it.
Nobody wants to read anything.
Let me repeat that. Nobody—not even your dog or your
mother—has the slightest interest in your commercial for
Rice Krispies or Delco batteries or Preparation H. Nor does
anybody care about your one-act play, your Facebook page
or your new sesame chicken joint at Canal and Tchoupitoulas.
It isn't that people are mean or cruel. They're just busy.
Nobody wants to read your shit.”
Steven Pressfield
American author

There are
things a
person needs
to pay
attention to
There are
things a
person likes
to pay
attention to
There are
things a
person doesn’t
need to pay
attention to
My health
My children
My safety
Seinfeld
Cycling
Chocolate
Advertising

Our role is to make someone pay attention to
something they don’t need to.

It’s important as a media practitioner to
understand all this and the surrounding
influences that impact cost.

Some realities right now.
Media is rising in cost.
Media consumption remains high.
Attention varies by context.
There is more entertainment available
than people can possibly consume.
Our economic growth is sluggish.
Mobile has become the main screen.

Media is more complex, nuanced and
challenging than ever before.

Many of us don’t pay as much attention
to our family and friends as we’d like to.
And we want these same people to pay
attention to our advertising messages.

Think of our job as:
- the cost effective procurement of
attention on behalf of our brands
- The conversion of this attention to
actions that lead to sales

Ad Content Attention Persuasion
Exhibit 1 – A simple model of advertising
How to capture
Attention?
How to covert
Attention to behavior?
I. Consumer-focused stage II. Advertiser-focused stage

I like to look at four things to help best realise
message distribution:
- The needs of the audience
- Our clients product or service
- Finding fit between audience needs and clients
product or service
- How the audience consumes media; and the
attention level and scale of these channels

This man has
two children
who need to be
entertained

Three key areas:
Jobs (what are they trying to get done)
Gains (positive benefits they are seeking)
Pains (bad outcomes, risks related to the job
Customer
Profile
The Customer (Segment)
Profile describes a specific
customer segment in your
business model in more
structured and detailed way.
It breaks the customer down
into its jobs, pains, and gains.
Customer Jobs describe
what customers are trying to
get done in their work and in
their lives, as expressed in
their own word.
Pains describe bad outcomes, risks, and
obstacles related to customer jobs.
1. The needs of the audience

Alexander
Osterwalder
Strategyzer

Value Proposition Canvas
Value Map
The Value (Proposition) Map
describes the features of a
specific value proposition in
your business model in a
more structured and detailed
way. It breaks your value
proposition down into
products and services, pain
relievers, and gain creators.
Gain Creators describes how
your products and services
create customer gains.
Gains describe how the outcomes
customers want to achieve or the
concrete benefits they are seeking.
Customer
Profile
You achieve Fit when your value map meets your customer profile
– when your products and services produce pain relievers and gain
creators that match one or more of the jobs, pains and gains that
are important to your customer.
their own word.
This is a list of all the Products
and Services a value proposition
is built around.
Pain Relievers describes
how your products and
services alleviate
customer pains.
Fit

Jobs
•Be entertained
•Keep my 4 year old
distracted for 2 hours
•Get out of the house
•Go somewhere with
good air con
•My son loves
Lego Movie
•See the new Hoyts
at Chadstone
•Relax
•Allow the baby to sleep
•Entertainment that
doesn’t break the bank
Gains
•Happy son
•Easy parking
•No queues
•A few hours rest
•Laughter
•Entertainment
•Big experience
•Something to
talk about
•Mini adventure
•Something special
•Baby sleeps for an hour
or two (then wife sleeps)
•Tasty food
•Money left over for
dinner or a treat
Pains
•Parking is hard
•It is sold out
•Facilities are old
•Uncomfortable
•Expensive food
•Experience is
terrible
•Kid hates it and
wants to leave
•Crowded
Understanding
the Customer:
Cinema example
(Father of two, 38yo example)

Three key areas
List of the products and services
Pain relievers
Gain creators
2. Our clients product and/or service
Value Map
This is a list of all the Products
and Services a value proposition
is built around.
services alleviate
customer pains.

Product = Cinema chain
P&S
•New release movies
•High quality sound
and vision
•Facilities
•Online booking
•Food and beverage
Gain
Creators
• Newest movies
• Intuitive app
• Best sound
• New screens
• New theatres
• Online booking and
processing
• Loyalty scheme
• Innovative theatre
formats
• Tiered lower pricing
for children
• Healthy food options
• Broad food and
beverage
• Lounges
Pain
Relievers
• Easy free Parking
• Online ordering
• Ticket in app
(No queues)
• Loyalty club discount

3. Finding Fit
Value Map
Gains describe how the outcomes
customers want to achieve or the
concrete benefits they are seeking.
Customer
Profile
You achieve Fit when your value map meets your customer profile
– when your products and services produce pain relievers and gain
creators that match one or more of the jobs, pains and gains that
are important to your customer.
their own word.
This is a list of all the
Products and Services
a value proposition is
built around.
services alleviate
customer pains.
Fit

Gains
• Happy son
• Easy parking
• No queues
• A few hours rest
• Laughter
• Entertainment
• Big experience
• Something to talk about
• Mini adventure
• Something special
• Baby sleeps for an hour or two
(then wife sleeps)
• Tasty food
• Money left over for dinner or a treat
Gain creators
•Newest movies
•2 hours of entertainment
•Intuitive app
•Best sound
•New screens
•New theatres
•Online booking and processing
•Loyalty scheme
•Innovative theatre formats
•Tiered lower pricing for children
•Healthy food options
•Broad food and beverage
•Lounges
Fit - Gains

Pains
•Parking is hard
•It is sold out/Queue
•Facilities are old
•Uncomfortable
•Expensive food
•Experience is terrible
•Kid hates it and wants to leave
•Crowded
Pain relievers
•Parking
•Online ordering
•Ticket in app (No queues)
•Loyalty club discount
•Big seats
•Prices online
•Select your seat
Fit - Pains

So, we have some fit themes we
can now explore in relation to
TA Male 38 with kids

Gains
• Happy son
• Easy parking
• No queues
• A few hours rest
• Laughter
• Entertainment
• Big experience
• Something to talk about
• Mini adventure
• Something special
• Baby sleeps for an hour or two
(then wife sleeps)
• Tasty food
• Money left over for dinner or a treat
Gain creators
• Newest movies
• 2 hours of entertainment
• Intuitive app
• Best sound
• New screens
• New theatres
• Online booking and processing
• Loyalty scheme
• Innovative theatre formats
• Tiered lower pricing for children
• Broad food and beverage
• Lounges
Fit – Gains - Themes

Pains
• Parking is hard
• It is sold out/Queue
• Facilities are old
• Uncomfortable
• Expensive food
• Experience is terrible
• Kid hates it and wants to leave
• Crowded
Pain relievers
• Parking
• Online ordering
• Ticket in app (No queues)
• Loyalty club discount
• Big seats
• Prices online
• Select your seat
Fit – Pains - Themes

Gain creators
• Newest movies
• Best sound
• New screens
• New theatres
• Online booking and processing
• Loyalty scheme
• Innovative theatre formats
• Broad food and beverage
• Lounges
• Intuitive app
Pain relievers
• Online ordering
• Parking
• Big seats
• Prices online
Let’s Tier gains and pains in terms of
importance/motivation

Gain creators
• Newest movies
• 2 hours of enterainment
• Best sound
• New screens
• New theatres
Pain relievers
• Online ordering
• Parking
• Big seats
And develop some key core
communication points

It’s important to think about the
complexity of your message.

Put simply – how much time and
assistance would a reasonable person
need to comprehend the message?

High – need explanation and/or illustration (suited to audio
and visual channels, requires sustained engagement)
Medium – limited explanation/illustration (needs audio or
visual, requires some engagement)
Low – factual and fast (can be communicated via text, short
and immediate)
Complexity of message

High
• Newest movie titles
• New theatres
• Sound
• Screens
• Big seats
Medium
• Ticket in app/online
ordering/select your seat
• No queues
• Food options
Low
• Parking
Let’s use this tiering for our cinema example

High
Medium
Low
New
theatres
Sound
New
screens
Big
seats
Tiered
child $$
Food
options
No
queues
Parking
And map these in terms of attention required
2 hours of
entertainment
In app
fulfillment
Newest
movie titles

Have you noticed we still haven’t
looked at media consumption?

That’s because we must first
understand the audience,
not the media

Media habits
• Heavy TV – evening
• Large sports consumption
• Radio in afternoon - transit
• Radio on weekends – with kids in car
• Mobile always on
• Online video – short snappy content
• Daytime desktop – whilst at work
• Weekend sports – professional
• Community sports – weekend mornings
• Gym - weeknights
• Content preferences – sports, news,
humour, finance/money
• OOH – freeways, shopper,
Adjacent habits
• Heavy TV – evening
• Large sports consumption
• Radio on weekends – with kids in car
• Daytime desktop – whilst at work
• Community sports – weekend mornings
• Gym - weeknights
• Content preferences – sports, news,
humour, finance/money
• OOH – freeways, shopper,
Example media and adjacent habits

All media is not equal when
it comes to attention

High attention
• New theatres
• Sound
• Screens
• Big seats
• Heavy TV – evening – Large
sports consumption
• OOH – freeways, shopper
• Social - video
• CRM/Owned
• In Centre
• Content
• Partnerships
Medium attention
• Ticket in app/online
ordering/select your seat
• No queues
• Food options
• Radio on weekends
– withkids in car
• Daytime desktop
– whilst at work
• Community sports
– weekend mornings
• Employer/organisation outreach
Low attention
• Parking
• Text
• Search
• Display
• CRM/Owned - mobile
We need to link complexity of message
and suitability of channel

High attention
• New theatres
• Sound
• Screens
• Big seats
• TV spots – sports, key programming
• OTV – targeted to interests
• Native content – lists and video
• Digital OOH – proximity, workplace, shops
• Social video - targeted
• Large format OOH – key high traffic routes
Medium attention
• Ticket in app/online ordering/select your seat
• No queues
• Food options
• Radio reads – ATN etc - drive
• Radio spots - weekend
• Mobile – rich, high impact during transit
• Daytime desktop – high impact, work hours
• Community sports – LAM
Low attention
• Parking
• Mobile - display
• Mobile – local proximity message
• Text – outbrain etc
• Display – programmatic/data
We need to link complexity of message
and suitability of channel

+
MESSAGE
ATTENTION
NEEDED
–
– REACH +
TV spots – sports,
key programming
OTV – targeted
to interests
Native content –
lists and video
Digital OOH – proximity,
workplace, shops
Social video
– targeted
Large format
OOH – key high
traffic routes
Radio reads –
ATN etc – drive
Radio spots
– weekend Mobile – rich,
high impact
during transit
Daytime desktop – high
impact, work hours
Community
sports – LAM
Mobile - display
Mobile – local
proximity message
Text
– outbrain etc
Display –
programmatic/data
We need to link complexity of
message and suitability of channel

+
MESSAGE
ATTENTION
NEEDED
–
– REACH +
TV spots – sports,
key programming
OTV – targeted
to interests
Native content –
lists and video
Digital OOH – proximity,
workplace, shops
Social video
– targeted
Large format
OOH – key high
traffic routes
Radio reads –
ATN etc – drive
Radio spots
– weekend Mobile – rich,
high impact
during transit
Daytime desktop – high
impact, work hours
Community
sports – LAM
Mobile – local
proximity message
Text
– outbrain etc
Display –
programmatic/data
We need to link complexity of
message and suitability of channel
Mobile - display

Video
Tone: Immersive, engaging, entertaining
clear space, relevance
Role: Audience reach, association with key
programming, entertainment context
(measurement: TARP, reach against
audience, performance of key programs)
OOH
Tone: Impactful, proximity, scale
Role: Impact and perception
(measurement: TOMA, pre/post)
Radio
Tone: Personal, relevant, entertaining
Role: Reach, visibility during key transit
(measurement: pre/post, reach, SOV)
Channel, tone and core roles
Digital
Tone: Clear space, rich
Role: Data collection, retargeting, audience reach
(measurement: reach, engagement, data collation)
Programmatic
Tone: Targeted, reinforcement
Role: Conversion assistance (measurement: CPX etc)

Video
Focus: Entertainment, the newest
facilities, the best movies, best
sound, best screens, full sensory
experience
OOH
Focus: Big entertainment, big
screens, larger than life, wow
Radio
Focus: Convenience, ease, movies
you love, fun
Digital
Focus: Online ordering, seat selection, app,
new theatres, new technology
Programmatic:
Focus: Parking, technology, online fulfillment
Channel, tone and core roles

Next – you’re ready to look closer
at channels and start to crunch
some numbers.

Every process and system I use has to
pass one usage test.

Would it work when deciding what to
cook my kid for dinner?

Need
• Audience needs audit (needs
food, hungry after a day at
school, wants something tasty,
easy to eat, wants to eat what
the family is eating, doesn’t like
visible veggies)
• Media Dynamics audit (read:
distractions audit – ABC kids,
football outside, muesli bar,
toys, Ernie, tiredness)
Scope
• Value mapping (audience: jobs:
sustenance, something to put in
mouth, meal; gains: easy to eat,
tasty, fun, filling; pains: yuk, too
many vegetables, hard to eat,
too hot, too cold, portions too
big/ product: spaghetti,
bolognaise, in a bowl, water,
bread; gain creators: tasty,
filling, easy to eat; pain
reduction: made for you, served
in an easy to eat way, good
temperature)
• Media mapping: (N/A)
Design
• Value mapping (most important:
tasty, easy to eat, spaghetti, fun)
• Attention framework (High: fun,
tasty, spaghetti; Medium: easy
to eat)
Does it pass the simple test
– 7yo and dinner

Experience tells me it does. Try it for
yourself with a challenge you find
yourself looking to solve this week.

Next week: Focus and effectiveness -
Incremental channel effects and
prioritising needs over wants

Please join us next
Wednesday 13 May for
‘Focus and effectiveness –
Incremental channel effects and
prioritising needs over wants’

Week 3 - Media Realisation

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